On Thursday, Amazon.com unveiled its new lineup of Kindle e-readers and tablets to much tech-world oohing and ahhing. But the company revealed another big addition last week: its first in-house head of privacy, Nuala O’Connor. She steps in as associate general counsel for compliance and privacy, having served in lead privacy roles at General Electric and the U.S. Department of Homeland Security.

As the Wall Street Journal was quick to point out, Amazon’s hire is somewhat of a late arrival to the privacy club among major tech companies. Google named a global privacy counsel more than five years ago. Last year, Apple plucked Google’s Jane Horvath (a U.S. Department of Justice alum) to lead its privacy efforts. And Facebook Inc. split its top privacy position into two chief privacy officer roles, after reaching a settlement with the Federal Trade Commission last November.

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